facebook analytics presentation

Facebook Analytics: Extracting Business Insights from the World's Largest Social Network

Attensity Webinar Series

With James Purchase, Senior Director of Industry Solutions, Attensity

#AttensityWebinar

Short introduction to Attensity

Why Facebook (Comment) Analytics?

Part of a Multi-Channel Customer Analytics and Engagement Solution

Overview of Attensity’s Facebook Analytics Module

Facebook Use Case 1 – Analysis of comments on formal statement regarding Capital One acquiring ING Direct USA

Facebook Use Case 2 – Analysis of comments on T-Mobile’s Ad Campaign

Facebook Use Case 3 – Analysis of comments regarding Sprint’s CSAT

Facebook Use Case 4 – Analysis of comments from an Adhoc survey for Hyatt aimed at Premium customer

Summary & Conclusions

Q&A

Agenda

About Attensity

10+ years of experience in Text Analytics/CEM

7 patents in natural language processing

500+ installations worldwide

World’s largest NLP development group

Help the world’s leading brands leverage

customer conversations as a business asset. No matter where they take place: social media • blogs • surveys • call center notes • review sites • emails • more

We Work with the World’s Leading Brands

Customer Service

BI Text Analytics VOC

SCRM

Why Facebook Analytics?

The largest, most visited network in the world: 750 million users worldwide

Source: Hubspot

Brand & Reputation Management:

Intercept complaints & issues

Track and encourage engagement with key influencers

Launch and monitor Campaigns

Identify Product Quality Issues

Solicit Product/Service feedback: Forum & Survey management, an all-in-one vehicle

Increase Customer Satisfaction: deliver a rich ownership experience with transparency

Prevent Churn:

Identify intent to churn and engage

SMS messages annually

Acquire New Customers:

Monitor competitor conversations for intent to churn, issues, negative sentiment, etc.

Easy to Use UI: drag and drop to create your own dashboards

Over 100 OOB Reports and Dashboards help jumpstart projects and answer the most common questions

Point and Click Report Wizard: create your own reports, in just a few clicks

Advanced Analytics: Identify emerging issues and trends via hotspotting

Industry solutions for rapid customization

Facebook Analytics Module Part of Attensity Analyze 6.0

The First Text Analytics Solution Designed for Business Users

Part of a Multi-Channel Customer Experience Management Strategy

Listen, Analyze, Relate, and Act on Multi-Channel Customer Conversations

ATTENSITY CUSTOMER EXPERIENCE MANAGEMENT SUITE

Attensity analyzes text across multiple channels!

Use Case 1: What do ING fans think of Capital One’s acquisition of ING?

Relatively high levels of “comment engagement” (Like).

By going “Beyond Sentiment” Attensity can uncover detailed concerns, questions, recommendations

Use Case 1: Identifying Customer Questions and Concerns

Ing Direct Customers are particularly concerned about the impact of the

acquisition to the “Sharebuilder”, hence a message to Capital One that this is a key asset . Change will need to be managed

delicately…. Ing Brand image is strong with their

customers!! How can it be retained within Capital One?

Use Case 1: Analyzing Customer Intent to Churn

It is not all bad news. A good number of customers will stay conditionally!!

Most Negative sentiment is extreme around customer churn/attrition

Use Case 1: Analyzing Why Customers Might NOT Churn

Are any of those churn threats tempered with positive sentiment

around conditionally staying?

Use Case 1: Drag and Drop Categorization

What about if we wanted to reassign or combine categories?

Easy! Drag and drop all on-the-fly!

Easy to Use Reporting Wizard Lets You Create Analytics on the Fly

Attensity Guides You Through the Process

Easily Customizable with 100s of Templates

Use Case 2: Analyzing T-Mobile’s Facebook Ad Campaign

The Average Comment “Like” is around 1 for Telcos based on some initial research. This campaign resulted

in average comment like of 2.3!...So what was said?

Clearly there is overwhelmingly negative sentiment Most Negativity relates to “not caring about the

dress” and bad feeling towards the possible merger with AT&T

If the campaign goal was to engage about 1% of its fans in in the Dress Debate then it

was successful!

An Ad Campaign was launched on August 31st on T-Mobile Facebook Wall.

If the campaign was striving to provide brand imagery around friendly, attractive service then it

succeeded!

Use Case 2: Analyzing T-Mobile’s Facebook App vs Wall Comments

More on-point content is found by looking at the Facebook app comments tied to this particular

campaign. Such content can also be analyzed by Attensity!

Our Tag Cloud visually represents the more detailed Issues particularly around the

Website being “slow” and “hard to access”

Use Case 2: Analyzing T-Mobile Campaign Sentiment

Each spike represents a touchpoint in the Ad Campaign

At the launch of the Ad campaign there is quite a lot of Negativity

With each subsequent touchpoint there is relatively more negativity. The number of

Post Likes decline over time…

Use Case 3: Measuring Customer Satisfaction in Telcos Sprint is promoting their award-wining levels of Customer Service and ask their

customer within Facebook how they can continue to improve their experience

There is a relatively low level of engagement.

For some, the extra $10 a month that customers pay for the data plan is

associated with 4G…this is seen consistently across many FB comments

Loyalty Reward programs are requested across the entire Telco industry

Use Case 3: Gain Valuable Insight into What Customers Want Loyalty Reward programs are requested

across the entire Telco industry

Defined by likes of 1-6. Well Liked is defined as 7-9

Customers are pleased with service …

Use Case 3: Analyze Facebook Sentiment Across Competitors

T-Mobiles Facebook “Page Likes” high…

…but relatively higher Negative sentiment!

Use Case 4: Improving Service based on Facebook feedback

Different check-in process request for Diamond members

How to Set up Facebook Extractions

Point to the Facebook Profile, eg www.facebook.com/tmobile

Point to the Facebook Profile, eg www.facebook.com/tmobile

These are the Facebook Post fields coming through. The Post Label can be edited for

a summary description

Here you select the Business Domain

These are the Facebook Comment fields coming through. They can be edited for a

more business-friendly description Give the extraction a name and you are ready!

Summary & Conclusions

Facebook is an important channel for customer analytics and engagement

Over 750 million users worldwide, the world’s largest social network

A key component of your multi-channel Voice of the Customer strategy

Attensity Facebook Analytics: now available with Analyze 6.0

Easy to Use UI for Analyzing Customer Sentiment and

Detailed Analytics Capabilities that goes beyond Sentiment

Business Benefits of Facebook Analytics:

Gain Competitive Insights

Prevent Churn, and Win New Customers

Better Brand & Reputation Management

Fast, Insightful Feedback on Marketing Campaigns

Valuable Product Quality & Feedback

More Targeted Customer Engagement

Industry Solutions get you up and running quickly

Attensity has a strong Business Solutions department that would like to partner with you!

Email: sales@attensity.com

Contact Attensity www.attensity.com Toll Free: (800) 721-0560 Email: sales@attensity.com Follow us on Twitter: @Attensity http://twitter.com/attensity Attensity in 2 minutes on YouTube http://bit.ly/attensityrespond

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Questions for James?

Interested in a Facebook Analytics Trial?

Email: jpurchase@attensity.com